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1、After studying this unit,you should be able to:,introduce a brand compare different brands know about trademark protection know about sole agency understand some basic anti-counterfeiting measures,In ClassPeriod 1:Listening 1 Speaking 1(Task 1-2)Period 2:Watching 1 Speaking 1(Task 3-4)Period 3:Liste
2、ning 2 Speaking 2(Task 1-2)Period 4:Watching 2 Speaking 2(Task 3-4)After ClassUnit File+Supplementary Listening+Project,Teaching Plan,Teaching Plan,KnowledgeGet a general idea of the factors to consider in branding.SkillsLearn to understand the preliminary evaluation of a new brand.Be able to learn
3、the basics about registering a trademark.Learn how to conduct a market survey.Understand and introduce a brands history/background.,Outline,1,2,1,2,1,2,Part1-ListeningPart2-WatchingPart3-Speaking,Brand,Lead-in,As a company develops,the logo or the brand of the company will change along with the deve
4、lopment.Today,several logos of world-famous companies will be shown to you.Take a good look and see if you can find out what are the differences between them and tell us what company they are.,Brand,Lead-in,Pepsi,BMW,Brand,Lead-in,Mercedes-Benz,Apple,Brand,1.Warming-up,Brand Evaluation,Do you know w
5、hat these products are?Can you identify their brands and tell where they originated from?,DOVE UK/Netherlands(Unilever),1.,2.,3.,OLAY US(Proctor&Gamble),VS US(Proctor&Gamble),Brand,New Words&Expressions,herbal a.草本植物的；草本植物制的Thisherbalmedicine will soon clear up your cold.这种草药能很快治好你的感冒。impressive a.令
6、人钦佩的；给人以深刻印象的This movie is soimpressivethat we keep talking about it in the following week.这影片让人印象十分深刻，我们在接下来的一个星期都在谈论它。,Brand,New Words&Expressions,3.be willing to do sth.乐意/愿意做某事But why would hebewillingtodothat?但是他为什么愿意那样做呢？4.approve of 赞成；称许Did the people at largeapproveofthe governments policy?
7、一般老百姓赞成政府的政策吗？,Brand,2.Extensive Listening,Brand Evaluation,Bruce is talking to Maxwell.Listen to the conversation and decide whether the following statements are true or false.Then write down the key words to support your answers.,Maxwell asked two regional managers to help him in the preliminary e
8、valuation of Joyce.2.Bruce has just completed the trademark application of Joyce.,Id asked two regional managers to do two things.,True,False,.we should consider trademark protection now.,Script,Brand,3.Intensive Listening,Brand Evaluation,Listen to the conversation again and tick()the correct answe
9、r to each question.,Script,Which of the following things did the regional managers NOT need to do?A.To estimate how many customers have heard of Joyce.B.To send samples to their existing customers.C.To get the customers reactions.Whats the initial reason for people to be willing to try Joyce?A.Becau
10、se of its natural fragrance.B.Because of its effectiveness in preventing hair loss.C.Because of its Chinese herbal ingredients.,Brand,3.Intensive Listening,Brand Evaluation,Listen to the conversation again and tick()the correct answer to each question.,3.Who were involved in this preliminary researc
11、h?A.Existing customers.B.Potential customers.C.Business partners.,Script,Brand,4.Language Summary,Brand Evaluation,Compare the meaning of the italicized words in each of the sentence pairs.,(a.初步的),(n.起始行为),Brand,4.Language Summary,Brand Evaluation,Compare the meaning of the italicized words in each
12、 of the sentence pairs.,(a.潜在的),(n.潜在性),Brand,4.Language Summary,Brand Evaluation,Compare the meaning of the italicized words in each of the sentence pairs.,(a.区域的),(n.地区),_,Brand,1.Warming-up,Trademark Registration,Suppose you are ready for trademark registration and you need to fill in a standard
13、form first.Search online and list what product information you need to provide.,Name of brand,Company name,The types of goods or services,Logo,And so on,Brand,New Words&Expressions,solicitor n.事务律师Thesolicitors advice gave me food for thought.律师的指点值得我深思。patent n.专利；专利权The trademark is registered on
14、the book of thePatentOffice.该商标已在专利局登记注册。standard a.标准的，规范的I disagree with your claim that the standard is too high.我不认同你关于标准太高的说法。,Brand,New Words&Expressions,renew v.延长（协议、官方文件等）的期限；使续期I mustrenewmy membership of the sailing club.我必须延续我的航海俱乐部会员的资格。time limit 时间限制Thetimelimithas been reached.限期已至。b
15、e limited to 被限制/限定（在时间内）The research and development period for our new product should be limited to two months.我们的新产品研发期应限制在两个月内。,Brand,2.Extensive Listening,Trademark Registration,Maxwell is inquiring about trademark registration.Listen to the conversation and tick()those that are covered in the
16、talk.,Script,Roy told Maxwell that to register the trademark for Joyce he needed to contact the 1 _first.Then he needed to fill out 2 _ which he received.In China,trademark protection3 _ 10 years by law.But trademark rights can be 4 _.Whats more,Roy would send Maxwell a(n)5 _ about some basics about
17、 the Trademark Law and make an appointment for details.,Brand,3.Intensive Listening,Trademark Registration,Script,Listen to the conversation again and fill in the blanks with proper words.,Trademark Office,standard forms,is limited to,renewed,brochure,Brand,4.Language Summary,Trademark Registration,
18、Read aloud the following sentences about how to make an inquiry,paying special attention to the italicized parts.,Im calling to inquire about trademark registrations.Roy,can you tell me what we need to do?Excuse me,would you mind telling me the way to the Trademark Office?4.Do you know how long the
19、trademark protection is valid for?,Brand,1.Warming-up,Market Survey,Suppose you are a salesperson in a cosmetics shop.Choose one brand of the following products and try to promote it to your partner or classmates.,1.Shampoo(Dove,Head&Shoulders,Rejoice),2.Facial cleanser(Olay,LOral,Este Lauder),Brand
20、,1.Warming-up,Market Survey,Example,I strongly recommend Dove shampoo to you.My hair is a little curved and I want them to be straight.Another problem that my hair gets is that they are dry.When I used Dove for the first time my hair felt very nice after washing.I remember when I used comb to fix my
21、 hair I was pleased because my hair was silky and soft.Due to this I can manage them easily.My hair started shining.I dont have words to define how I felt when I run comb through my hair.I was amazed by the shine and softness that this shampoo provided me with.I also noticed that my hair was straigh
22、t and they are in the shape that I wanted them to.Another thing I like about it is that if you apply it regularly you dont need to use conditioner.So it saves our money.This product is available everywhere because Dove is a well-known brand in beauty products.In my opinion this is very good shampoo
23、and I am sure it will not disappoint you in any way.,Brand,New Words&Expressions,competitive a.（产品或价格）有竞争力的To ensure our products stay competitive we have toconduct regular market research.为了保证我们产品的竞争力，我们必须定期进行市场调查。mall n.购物中心；商业大街They are making a market survey in a shopping mall.他们正在一个购物中心做调查。,Bra
24、nd,2.Extensive Watching,Market Survey,Frank is making a market survey in a shopping mall.Watch the video clip and match the brand names with the corresponding opinions.,Script,Brand,3.Intensive Watching,Market Survey,Script,Watch the video clip again and answer the following questions.,Whats the bra
25、nd name of the ladys favorite shampoo?How does Frank comment on Lux shampoo?Whats the ladys opinion on Lux?4.What feature of Bawang is unfavorable to the lady?,Lux.,Its more expensive than other brands on the market.,She thinks its top grade in the world of hair care.,Its rather expensive as a China
26、-made product.,Brand,4.Language Summary,Market Survey,Read aloud the following sentences about asking for permission,paying special attention to the italicized parts.,Do you mind my asking you a few questions?Would you please tell me which brand of shampoo you usually use?3.May I know why you prefer
27、 Lux?,Brand,1.Warming-up,Pricing&Branding,Look at the slogans below and match them with the corresponding brands.,A.All the news thats fit to print.B.The pause that refreshes.C.im lovin it.D.The ultimate driving machine.,A.All the news thats fit to print.,D.The ultimate driving machine.,C.im lovin i
28、t.,B.The pause that refreshes,Brand,New Words&Expressions,pricing n.定价Officialpricingsystems usually respond slowly.官方价格体系通常反应迟钝。branding n.品牌设计We will providebrandingguidelines and look and feel.我们将提供品牌设计方针和品牌的外观和感觉。readjust v.重新调整You may find it necessary toreadjustthe wheels from time to time.你需要
29、不时调整轮子。,Brand,New Words&Expressions,premium a.优质的；高级的At thepremiumend of the market,business is booming.高端市场业务繁荣。affordable a.买得起的；负担得起的The rent for the four-roomed house isaffordable.四居室房屋的房租付得起。penetration n.渗透；占有Our aim is to achieve greater marketpenetration.我们的目标是进一步打入市场。,Brand,New Words&Expres
30、sions,purchase n.购买That hat was a goodpurchase.那顶帽子买得好。function n.功能，作用Thefunctionof a mammals fur is to insulate the body.哺乳动物皮毛的功能在于使身体保温。restore v.恢复；使复原A good rest willrestoreyou to health.好好休息一下可使你恢复健康。,Brand,New Words&Expressions,10.slogan n.口号；标语 Such asloganwill bind our hand and foot.这个口号会使
31、我们束手束脚。legend n.传说；传奇故事 This is a popularlegend.这是一个流传很广的传说。appealing a.有吸引力的；有趣的 I find his manner veryappealing.我发现他的举止非常有吸引力。,Brand,New Words&Expressions,subway n.地铁 Many of the citys populace travel to work bysubwayor bus.许多城市的平民都是坐地铁或公共汽车上下班。prime-time a.（广播与电视的）黄金时间的，收视高峰 时间的 That actor has be
32、en on fiveprimetimeprograms.那位演员已经上过五次黄金档的节目。commercial n.（电视或电台的）商业广告 The government has launched a campaign of televisioncommercials and leaflets.政府通过电视广告和传单的形式发起了宣传活动。,Brand,New Words&Expressions,costing n.成本计算 Costing is a very crucial step in brand pricing.成本计算是品牌定价中很关键的一步。outlet n.商店，商行 This i
33、s the largest retailoutletin the city.这是该市最大的零售商店.hairdresser n.理发店 Myhairdresserhas opened a new salon.我的理发师新开了一家理发店。,Brand,New Words&Expressions,start out 开始 Illstartoutto write my paper tomorrow.我计划明天写读书报告。roll out 大量生产 They have theabilitytorolloutnewproductswithin a fewweeks.他们有能力在几周内大量生产新产品。,B
34、rand,2.Extensive Watching,Pricing&Branding,The meeting is held to talk about the price and product positioning of Joyce.The Sales&Marketing Department decides to focus on the Asian market first.,Wed better start with price and product positioning.,The Sales&Marketing Department is having a meeting.W
35、atch the video clip and decide whether the following statements are true or false.Then write down the key words to support your answers.,True,False,Our initial target market is the domestic marketChina.,Script,Brand,3.Intensive Watching,Pricing&Branding,Script,Watch the video clip again and complete
36、 the following table with the pricing and branding information.,30-50 yuan,large purchases,Chinese herbal ingredients,“Eastern Legend”,Poster ads,Prime-time,the domestic market/China,the Asian market,Brand,4.Language Summary,Pricing&Branding,Compare the meaning of the italicized words in each of the
37、 sentence pairs.,n.价格,v.给定价,n.位置,n.定位,Brand,4.Language Summary,Pricing&Branding,Compare the meaning of the italicized words in each of the sentence pairs.,n.购买,v.购买,n.焦点，中心,v.使集中,n.发布,v.发射,Brand,Speaking 1,1.Work in pairs.Complete and practice the following conversation about the preliminary evaluat
38、ion of a new brand of perfume with your partner in turn.,John:Good morning,everyone.As you know the purpose of this meeting is to 1 _ of our new brandMagic.Doris,whats the result?Doris:The feedback received by the R&D Department is quite impressive.Many customers 2 _John:Thank you.Im sure there will
39、 be a potential market for Magic.Doris:Yes.But our preliminary research only 3 _John:Can you give any suggestions for further market research?Doris:Well.We could invite some potential customers and send them samples.I believe 4 _John:OK.Thats a great help.By the way,5 _?Doris:Yes.I will contact the
40、Trademark Office and make inquiries after the meeting.,discuss the preliminary evaluation,approved of Magic.,they will like our products.,Brand,Speaking 1,2.Work in pairs.Role-play a conversation between a businessman and an officer in the Trademark Office according to the following instructions.,Br
41、and,Speaking 1,2.Work in pairs.Role-play a conversation between a businessman and an officer in the Trademark Office according to the following instructions.,Brand,Speaking 1,3.Work in pairs.Compare two different brands of mobile phones.Make sentences orally according to the following aspects.,Brand
42、,Speaking 1,A:Which brand of mobile phone do you prefer?B:Nokia.It works well and the price is reasonable.A:What do you think of Applethe iPhone 4?This product is to the taste of the young now.B:Yes.But you know the price.Its rather expensive.A:iPhone 4 is superior to others on the market because it
43、s multi-functional and easy to operate.B:It only comes in two colors,black and white.But with Nokia,you have many choices.A:iPhone 4s appearance is simple but elegant.Whats more,its patented technology allows several unique functions.B:Nokias technology is mature.And the price is their most powerful
44、 competitive advantage now.A:Any way,both of them can meet the different needs of customers on the market.B:I agree.,Sample,Brand,Speaking 1,4.Work in groups.Suppose your group will hold a meeting to discuss the branding and pricing of a new brand of perfume.The conversation should involve the follo
45、wing aspects.,Compare other brands in the market and set an appropriate price.Describe the product and emphasize its unique features.Plan some promotional activities.Set an initial target market.,Brand,Speaking 1,Sample,A:We have conducted a survey on perfume and find that most customers prefer some
46、 European brands,such as Dior,Burberry,etc.B:Why do they choose European brands?Their prices are higher than the others on the market.A:They say they are a symbol of fashion and have a charming smell.C:Our new product has its own competitive advantages on the market.It maintains the magic fragrance
47、throughout the whole day.Now we should consider the price carefully.A:Yes.We just have to keep it in the middle range.We should keep it affordable.C:Sounds reasonable.How do we promote them?B:We can start out with outdoor ads on buses and subways.Then we may consider TV ads,radio ads and newspaper a
48、ds.C:Good idea!Since we have developed good relationship with some distributors in India and Japan,is it strategic to set our initial target market in Asia?A&B:Yes,we agree.,1.Warming-up,Brand Story,Listening 2,Task 1,Have you used products of the following logos before?Search online and tell their
49、brand stories.,1.Warming-up,Brand Story,Listening 2,Task 1,Have you used products of the following logos before?Search online and tell their brand stories.,Chanel S.A.is a French fashion house founded by the couturier(时装设计师)Gabrielle“Coco”Chanel,well established in haute couture(高级时装订制),specializing
50、 in luxury goods.She gained the name“Coco”while maintaining a career as a singer at a caf in France.,Haier Group is a multinational consumer electronics and home appliances company headquartered in Qingdao,Shandong,China.Its products include air conditioners,mobile phones,computers,microwave ovens,w
